Why Do Reporters Ignore Your Press Release?

In our recent webinar with PR expert Ann Wylie, she shared key tips for creating impactful press releases and media pitches – ones that make your news hard to ignore.

In this blog, we'll explore three reasons why reporters might ignore your release, what they care about and how you can improve the chances of getting coverage.

Reason #1 - No Relevance To the Reporter

In the webinar, Wylie shared that a recent study cited the top pet peeve for journalists: receiving press releases and pitches that are not relevant to the subjects they cover.

Reporters are not just curators of information; they are also content creators who need to provide stories that engage and inform their readers. If your press release doesn't match what their audience cares about, it probably won't get noticed.

Think Like a Reporter

The key idea behind the phrase is that to get your press release noticed by reporters, you need to think like a reporter! Journalists receive a massive number of releases each week - sometimes hundreds. Because of this, they only pay attention to the ones that are most relevant to their readers.

Ann highlights some statistics that reveal a major issue: the disconnect between press release content and what reporters’ audiences care about. Consider these points:

• Fewer than 50% of traditional press releases are covered by media outlets.
  
  
• Between 55% and 97% of press releases sent to media outlets are never used.

These numbers underscore the problem: many press releases fail to connect because they don’t align with the interests of the reporter’s audience.

Reason #2 - Not Understanding the Reporter's Audience

Reporters are focused on delivering news that resonates with their readers. Their main goal is to provide content that attracts and retains their audience’s attention.

For example, a business reporter wouldn’t be interested in receiving a press release about gardening tools.

This is what’s referred to as the “spray and pray” approach - sending out press releases to as many people as possible, hoping someone will pick it up. Instead, it’s fundamental to target your press release to the right reporter and make sure it’s relevant to their audience.

Focus on what their readers want and how your message can benefit them, rather than just promoting your product or service. This approach increases the chances that your news will get the attention it deserves.

Reason #3 - Not Tailoring Your Pitch

Here’s how you can make tailor your next pitch and make it stand out:

1. Research the Reporter: Understand what topics the reporter covers and what interests their readers. Review their previous articles or broadcasts to get a sense of their content style and focus. You can also use a media database to quickly find reporters and their specific areas of interest.
   
   
2. Customize Your Pitch: Instead of sending a generic pitch, tailor it to align with the reporter’s beat. Highlight aspects of your news that will specifically interest their audience. For example, if a reporter writes about consumer technology, highlight how your product impacts everyday users or how it integrates with other tech.
   
   
3. Craft a Relevant Subject Line: The subject line of your email is crucial! It should clearly reflect how your press release is relevant to the reporter’s audience. A compelling subject line increases the chances that your press release will be opened and read.
   
   
4. Focus on Audience Needs: Frame your press release to address what matters to the audience. Instead of simply announcing a new product, explain how it solves a problem or improves their lives.

This tailored approach directly addresses the interests of both the reporter and their audience, making it more likely to get noticed and covered.

By aligning your press release with the interests of the reporter’s audience, you enhance its relevance and increase the chances of the news being picked up. Focus on what matters to readers, and you’ll find your press releases getting attention!

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